Whenever a prospect meets or talks to you, they've two questions in mind:
If you empathise with their dilemma or pain points, it creates a bond of trust.
And when you show competence through testimonials, awards, statistics and logos of your clients, it convinces them to respect you.
If done well, website copy can help you answer both these questions.
1. Empathise with your customers' or clients' dilemma by writing crisp, laser-focused copy on the home page.
2. Show testimonials, awards, statistics and clients' logos to earn respect and credibility.
What're you waiting for?
Go back to your website and integrate empathy and credibility in the copy.